In a move that surprised no one except the remote Yupik peoples of Siberia, Amazon has lifted the lid on its "mystery invention." Meet the Amazon Fire Phone, a smartphone that Amazon hopes will loosen Samsung and Apple's stranglehold on the mobile market.
But with its nifty 3D "dynamic perspective" screen and unique Firefly button, how does the Amazon Fire Phone really stack up against its rivals? We pit it against one of the most heavily-anticipated phones of 2014, the LG G3, to find out.
Let's take a mallet to those specs and break them down.
Size, weight and display
With a 5.5in screen, the LG G3 positively dwarfs the 4.7in Amazon Fire. Yet surprisingly, it is also a lot lighter tipping the scales at 149g compared to the Fire's 160g.
This means that whilst the LG G3 may be bigger, it is no where near as hefty. The curved back of the LG G3 also means that even smaller palms won't be stretched to breaking point traversing the screen one-handed.
Still, it's the display where the LG G3 really steams ahead. Usually a larger screen means less pixel density, but the 2,560 x 1,440 pixels resolution on the G3 is going to bring an astonishing 534PPI - flattening the 315PPI of the Fire with its 1280 x 720 pixels resolution.
Processor, battery and storage
In terms of processing power, the Amazon Fire Phone gives you a lot of bang for your buck, but it's still coming in a generation behind LG's G3. The Snapdragon 800 on the Nexus 5 is no match for the 801 under the hood of the G3. The Fire's processor also clocks in at a respectable 2.2GHz, but once again the LG G3 pips it to the post with a faster 2.48GHz offering.
The Fire could pull it back on the battery though. LG has packed its new G3 phone with a whopping 3,000mAh battery compared to Amazon's 2,400mAh, but remember that the enormous screen is going to be quite the power-hungry beast, so it may not make a whole load of difference in the end.
Technically, the Amazon Fire Phone has a total of six cameras but for now we're going to talk about the ones that actually shoot photos. Equipped with a 13-megapixel rear facing snapper, the Fire matches the LG G3 with its similar 13-megapixel offering.
However, the Fire actually has a wider f/2.0 aperture lens compared to the LG G3's f/2.4. This means the Fire should be able to capture more light at night, producing clearer and sharper photos in low light than its LG rival.
Then there's the Fire's unique "Dynamic Perspective" feature. Amazon has integrated four infrared cameras on the device that will track a user's face and eye movements. This creates a 3D-like (note: not totally 3D experience) where the screen shifts to match the user's gaze.
The Amazon Fire Phone will retail in a much cheaper price bracket than the LG G3, meaning that some leniency has to be shown when we compare it to the likes of the super-shiny LG G3. The fact is, that the Amazon Fire actually makes a fair bit of bang for its buck - especially on the camera front which equals the LG G3.
Yet the LG G3 is simply a generation ahead when it comes to display, processing power and build quality. It also runs Android, meaning customers will have access to a much vaster range of apps than the Fire OS which currently has a very limited library.
It's still early days for the Amazon Fire, but with its 3D display it could easily slip into the realms of gimmick. Still, if you're on a budget, it could be worth the punt.
|2,560 x 1,440 pixels||1280 x 720 pixels|
Processor and battery
|Snapdragon 801||Snapdragon 800|
|Adreno 330||Adreno 330|
Claimed 3G talk time
|TBC||Up to 22 hours|
Storage and memory
|2GB / 3GB||2GB|
|16GB / 32GB||32GB / 64GB (Unlimited Amazon Cloud storage on top)|
|2160@30fps / 1080@60fps||1080p @ 30fps|
|2.1-megapixel||2.1-megapixel (Plus four specialised LED cameras for 3D dynamic perspective)|
|4G LTE||4G LTE|
|802.11 a / b / g / n / ac||802.11a/ b / g / n / ac|
Integrated wireless charging
|146.3 x 74.6 x 8.9mm||139.2mm x 66.5mm x 8.9mm|
|Android 4.4 KitKat||Fire OS|
|£499||$199 (32GB) / $299 (64GB) -- US only|
|1 July 2014||25 July 2014 (US only)|